A VP of Sales and Marketing sits at the intersection of two functions that share a revenue goal but rarely share a worldview. The role exists to close that gap, not just manage it. Done well, it produces sharper messaging, faster pipeline, and commercial decisions grounded in both data and market reality. Done poorly, it…
Personalization in account-based marketing means tailoring your messaging, content, and outreach to the specific business context of each target account, not just inserting a company name into an email template. Done properly, it means your prospect feels like you understand their priorities, their pressures, and where they are in their buying process before the first…
A video newsletter is an email that features video content as its primary or supporting format, either embedding a video thumbnail that links to hosted footage, or using animated GIFs and short clips to drive click-through to longer content. Done well, it combines the reach and ownership of email with the engagement rates that video…
Share of voice measures how much of the total conversation in your market your brand owns, relative to competitors. It can be calculated across paid media, organic search, social, or earned media, and the formula is consistent: your brand’s visibility divided by total category visibility, expressed as a percentage. The calculation is straightforward. What makes…
Virtual event trends in 2026 point in one clear direction: the formats that survive are the ones built around commercial intent, not production value. The industry spent several years overengineering online experiences, and the market has quietly corrected. What works now is leaner, more targeted, and measurably closer to revenue. If you run events as…
Manufacturing lead generation fails most often not because of poor execution, but because of a misread on where buyers actually are in the decision process. Industrial buyers research extensively before they ever raise their hand. By the time a form gets filled or a call gets made, the shortlist is often already formed. Getting in…
Content marketing for financial institutions works differently from almost every other sector. The audience is sceptical by default, the regulatory environment constrains what you can say, and the products themselves are rarely exciting. What cuts through is not clever creative or high production value. It is consistent, credible content that builds trust over time, before…
Lead generation for manufacturers is a fundamentally different challenge from most B2B categories. Long sales cycles, technical buyers, complex product specifications, and distribution layers that sit between the manufacturer and the end customer all make standard digital marketing playbooks a poor fit. The manufacturers that generate consistent, qualified pipeline have usually stopped trying to copy…
Addressable advertising is a targeting approach that lets you direct media spend at specific audiences, households, or accounts rather than broad demographic segments. Instead of buying reach and hoping the right people are in it, you define who you want to reach and build your media plan around them. Done well, it closes the gap…
An outsourced marketing team is a group of external specialists, agencies, or fractional marketers who handle some or all of a company’s marketing function in place of, or alongside, an in-house team. Done well, it gives you senior-level capability without the overhead of full-time headcount. Done badly, it costs more than hiring internally and produces…
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